Creative Agency: Shumi Love Design
Creative Director: Valerii Shumilov
Project Type: Produced, Commercial Work
Client: Luding
Location: Moldova, Russia
Packaging Contents: Wine
Packaging Materials: Glass, Paper

Working on this project required a special approach because of the product’s own unique character. Since the consumer was offered with Australian wine the packing had to put a strong emphasis namely on the product’s origin and its unique taste. As many connoisseurs know New World wines have a distinct fruity and vivid character. And this is what we had to communicate in the packing.

The overall style of the design was intentionally made to be modern, vivid and juicy in order to emphasize the character of Australian wines. The main graphic element of the label is the image of the continent with the respective signature. This element serves both an informative function communicating the wine’s region of origin, and as an eye-stopper attracting the consumer’s attention. This effect is further emphasized by the use of gold foil stamping and other post-printing techniques that amplify the sunny and bright character specific to Australian wines. All the informative elements of the label are executed in a tempered style in order to emphasize the product’s modern and fresh feel.